PepsiCo has expanded its Wotsits snack brand by partnering with Samworth Brothers Group Meals division and Lean Kitchen Network to launch Wotsits Mac ‘n’ Cheese into the chilled ready meals category.
The range is available in three flavours – Really Cheesy, Sweet & Spicy, and Flamin’ Hot – in 400g formats (MRSP £4). It has gone on sale in Tesco stores this week, with a wider rollout planned for later in the year.
The company stated that the Wotsits Mac ‘n’ Cheese range would tap into the growing demand for convenient and tasty meal solutions, with branded ready meals seeing a 7% growth over the last year. The Wotsits brand has been a household favourite for decades, worth £180m in value sales and growing 8.3% in value. Pepsico and Samworth Brothers worked together with Lean Kitchen Network to develop the recipe that captures Wotsits’ iconic flavours.
With 83% of current ready meal shoppers aged 45 and above, Wotsits Mac ‘n’ Cheese aims to appeal to a younger, more diverse demographic, helping to bring new shoppers into the category and spark impulse purchases in a traditionally older-skewing market. To create excitement around the launch among a younger audience, PepsiCo, Samworth Brothers, and Lean Kitchen Network will be working together on a number of digital and influencer activations alongside shopper marketing support.
Phoebe Chapman, Senior Brand Manager at Walkers Snacks, commented: “Launching Wotsits Mac ‘n’ Cheese marks a significant milestone for our brand. It’s the first time we’ve taken the much-loved Wotsits taste beyond the crisp aisle, allowing shoppers to experience it in an entirely new format. We’re bringing something fun, exciting, and delicious to the ready meals category that we’re confident will help retailers appeal to a whole new range of shoppers.”
Seamus McCabe, Category Commercial Director (Meals) at Samworth Brothers Group, added: “There’s a huge opportunity to challenge the norm in the meals category. By teaming up with a brand as iconic as Wotsits, we’re not only tapping into a growing consumer demand for meals from household names, but we’re also offering something truly unique and disruptive. The category is primed for innovation, and we believe Wotsits Mac ‘n’ Cheese is the perfect recipe to shake things up.”
